PENGARUH MEDIA SOSIAL DAN ELECTRONIC WORD OF MOUTH TERHADAP KEPUTUSAN PEMBELIAN (Studi pada Konsumen Apotek K-24 Wonosari Agus Salim, Kabupaten Gunung Kidul)

Indrayana, Ade (2024) PENGARUH MEDIA SOSIAL DAN ELECTRONIC WORD OF MOUTH TERHADAP KEPUTUSAN PEMBELIAN (Studi pada Konsumen Apotek K-24 Wonosari Agus Salim, Kabupaten Gunung Kidul). Other thesis, UPN Veteran Yogyajarta.

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Abstract

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ABSTRAK
PENGARUH MEDIA SOSIAL DAN ELECTRONIC WORD OF MOUTH TERHADAP
KEPUTUSAN PEMBELIAN
(Studi pada Konsumen Apotek K-24 Wonosari Agus Salim, Kabupaten Gunung Kidul)
ADE INDRAYANA
141190037
Mahasiswa Program Studi Manajemen
Fakultas Ekonomi dan Bisnis UPN “Veteran” Yogyakarta
indrajogja1178@gmail.com
ABSTRAK
Penelitian ini bertujuan untuk mengetahui pengaruh media sosial dan electronic word of mouth
terhadap keputusan pembelian. Teknik sampel yang digunakan dalam penelitian ini adalah
teknik nonprobability sampling yaitu purposive sampling. Pengambilan data dalam penelitian
ini menggunakan metode kuesioner yang diberikan kepada 104 responden yang memenuhi
kriteria. Teknik analisis data dalam penelitian ini dilakukan dengan Statistical Product And
Service Solution (SPSS) 23. Hasil penelitian ini menunjukkan bahwa : (1) Media sosial
pengaruh positif dan signifikan terhadap keputusan pembelian, (2) electronic word of mouth
berpengaruh positif dan signifikan terhadap keputusan pembelian.
Kata Kunci : Media sosial, electronic word of mouth (E-WOM), keputusan pembelian.
ix
ABSTRACT
THE INFLUENCE OF SOCIAL MEDIA AND ELECTRONIC WORD OF MOUTH ON
PURCHASING DECISIONS
(Study on K-24 Wonosari Agus Salim Pharmacy Customers, Gunung Kidul Regency)
ADE INDRAYANA
141190037
Management Study Program Student
Faculty of Economics and Business, UPN "Veteran" Yogyakarta
indrajogja1178@gmail.com
ABSTRACT
This research aims to determine the influence of social media and electronic word of mouth on
purchasing decisions. The sampling technique used in this research is a nonprobability
sampling technique, namely purposive sampling. Data collection in this study used a
questionnaire method given to 104 respondents who met the criteria. The data analysis
technique in this research was carried out using Statistical Product And Service Solution
(SPSS) 23. The results of this research show that: (1) Social media has a positive and
significant influence on purchasing decisions, (2)electronic word of mouth has a positive and
significant influence on decisions purchases.
Keywords: Social media, electronic word of mouth, purchase decision.

Item Type: Thesis (Other)
Uncontrolled Keywords: Social media, electronic word of mouth, purchase decision.
Subjects: H Social Sciences > HB Economic Theory
Divisions: Faculty of Law, Arts and Social Sciences > School of Management
Depositing User: Eko Yuli
Date Deposited: 25 Apr 2024 01:36
Last Modified: 25 Apr 2024 01:36
URI: http://eprints.upnyk.ac.id/id/eprint/39357

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